Interbank | Let’s do more with less
Sergio Terry
In Peru, more than 80% of daily transactions were still cash-based, even after the surge of digitalisation post-pandemic.
Competitors had fragmented the market with multiple wallets, adding complexity instead of convenience.
At the same time, a cultural desire for lightness and simplicity was rising.
The opportunity was clear: position Interbank as the bank that frees people from both physical and mental weight.
“I forget my wallet, but never my phone.”
People had too many tools (cash, cards, apps) for one simple act: paying.
Carrying a wallet felt heavy, outdated and unsafe.
Behavioural insight: The phone was already the central tool for daily routines.
Strategic opportunity: Reframe the Interbank app as the only wallet you need.
Value Proposition: "Interbank's new mobile banking is crafted to help you bid farewell to the complications of traditional banking and erase all your concerns. With our groundbreaking mobile banking app, you can eliminate all other worries. We are committed to making banking as effortless and stress-free as possible".
DO MORE WITH LESS
Positioning the Interbank App as a single wallet that eliminates physical complexity.
Promise: Fewer cards, less friction. More freedom, convenience, and security.
The result was a fully integrated campaign, that included TV, OOH, InStore, Digital and Social Media
Impact:
Business impact:
Mobile payments +40% (above +34% target).
QR transactions doubled (21.5k → 47.2k).
+24% digital users, reaching 2M.
Brand impact:
Brand recall +26% (6pp above target; higher than Ipsos benchmark).
Brand consideration +19pp, reaching 50%.
Shortlist for the Effie Awards Peru 2022.
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Posted Feb 25, 2024
Brand Strategy and Creative Value Proposition Strategic Brand Direction from conceptualization to execution
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Interbank
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